Do they really know PR?

Do we all know how to PR?

It is more of a reminder than a question. After these years of experience in the region, it has become obvious to me that anyone who knows how to read a newspaper, or watch the news or listen to radio, considers himself/herself as a professional PR practitioner, or a qualified PR critic. Unfortunately, most of these people are in very senior posts in strategic institutions/ firms in the country but most of them are not strategic to their positions, an argument that we won't go through now. Can you imagine how much intrusiveness will come your way before you get a full OK on your strategy/direction? It is a lot, the amount that makes you wonder if you are in the right work line.

On the other hand, you don't see much criticism on the advertising front from the same people, you know why? They can't operate a mac or have never heard of any of the graphic design softwares that are used to create any print ad, brochure or flier... let alone the know how of TVC shoots... Therefore, these acclaimed critics know that they have to watch the red line and not mouth any comment that will reflect bad at them. This comparison is not a bunch of lines to fill this blog, it is part of the proposed solution.

The Solution:

mac your PR practice. Yes, prepare your PR proposals using mac (creativity), colors and effects (charts and tables), TVC (short films explaining short term strategies.. This process will stun your client/boss and make him/her realize the complications of PR that once seemed as easy as ABC. During the process, it is better that you refrain from going into classical media channels (as they don't help anyways) and start thinking of media channels that require certain level of Technology beyond sending an email to the reporter who will carry your press release as is. These channels can include online forums, analyst columns in leading titles, video releases...

Finally, I have to only wish you all the best in trying to convince your boss/client that PR is a communication discipline that needs specialized skills and talents, my last advise, just be honest and never accept any comment from your boss/client if it is not really PR oriented/related. Let them know that you know that they don't know and that you know.

See you soon,

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